Produce a suite of testimonial-style direct response videos for Credit Sesame, with three different actors reading the same four scripts to create multiple versions of each video.

Understanding "credit" is challenging, much less trying to navigate a scoring system full of complicated rules and conflicting information - but Credit Sesame happily accepts that challenge. For nearly a decade they've been working to transform a complex financial concept like credit into something more tangible; a tool that every person can use to better their lives. However, since every person also comes with their own unique concerns and aspirations, Credit Sesame needs to craft different messages for different audiences - OR find the single message that works for everyone. With that in mind, the goal of this project is produce a suite of simple, direct response testimonial-style videos where four messaging strategies can be paired with different actors, and then tested on certain key demographics.

Credit Sesame will provide the four Messaging Strategies (in the Additional Details below), which you can use to write four scripts. Each of the four scripts should then be performed by three different actors, all shot at a single location, with on-screen text to reinforce the messaging. Credit Sesame will provide clear guidance on casting and graphics, as well as a detailed brand guide.

DELIVERABLES: There will be twelve (12) videos total, each 15 seconds long.

• (3) Messaging Strategy #1 Videos: w/ Female Lead A, Female Lead B, and Male Lead
• (3) Messaging Strategy #2 Videos: w/ Female Lead A, Female Lead B, and Male Lead
• (3) Messaging Strategy #3 Videos: w/ Female Lead A, Female Lead B, and Male Lead
• (3) Messaging Strategy #4 Videos: w/ Female Lead A, Female Lead B, and Male Lead

TIMELINE: For the full project timeline please see the Assets tab. Note that the timeline is fast-moving and abbreviated. Credit Sesame is looking to deploy fast, and you will need to put the production together rapidly.

EXPOSURE: Videos will be delivered to a testing service and played for a controlled audience reflecting the different demographics that Credit Sesame wishes to target. Videos may also see a limited test run on select broadcast TV channels.

TARGET AUDIENCE:

• Credit Sesame is US-only, and not available for international consumers.
• The audience skews younger and female, and most consumers tend to have a modest household income, with some amount of existing credit card debt.
• They are motivated by a wide range of different situations and goals, but they typically have a limited understanding of credit.
• For this project, videos will be tested against men & women from four demographic segments: ages 18-24, 25-34, 34-49, and 50+.

TONE: Precise, direct, authentic, giving, spirited, and confident.

EXECUTIONAL MANDATORIES: 

• You MUST feature (or mention) Credit Sesame in the first 3 seconds, with graphics & text, VO, or dialogue.
• You MUST mention “Credit Sesame” at least 2 times in VO or dialogue.
• You MUST state that Credit Sesame is completely free at least 2 times in VO or dialogue, and reinforce it with text or graphics.
• You MUST use motion graphics to reinforce the message. You can't rely entirely on dialogue and VO, as viewers need to "get it" without necessarily hearing the audio, and that underscores the need for graphics and text. Brand logo, fonts, colors, existing graphics, iconography, and some in-app animations can be provided, but you will still need some original work. 
• You MUST end with an explicit Call-to-Action and End-Card. This Call-to-Action can be either dialogue or VO, and may be supported with text. The end-card must include CreditSesame.com as text on-screen, as well as graphic bugs for the iPhone App Store and Google Play.
• Talent MUST speak English with an American accent, as Credit Sesame is US-only, and you should ensure that your locations don't feel too coastal (i.e. no palm trees).
• You CANNOT explicitly say that Credit Sesame directly improves your credit score. Credit Sesame can provide consumers with a strategy and can help show you how to improve your credit.
• You CANNOT mention any of Credit Sesame’s competitors. There is already some confusion in the market with CreditKarma and we don’t want to add to it.

Since Credit Sesame's objective with this project reflects the need to craft different messages for different audiences (OR find the single message that works for everyone), this is NOT about finding an original or revolutionary approach to the execution. The creative asks, and your production requirements, are much simpler. Your videos should be testimonial in style, and you should limit yourself to a single physical location, with no cast beyond the principal cast. Credit Sesame is not completely averse to using a studio, but you'll have better luck if you can lock down a location that will allow you to shoot each actor as though they are in a different location: whether that means using multiple rooms within a house, multiple angles within a room, or clever production design choices. It's not necessary that the location appear different for each script; just for each actor. 

 Talent performances must feel authentic for a testimonial style video, so it is important that you cast well. Motion graphics allow you to give this more character and some unique flair, so you may also consider how that could kick this up a notch.

UNDERSTANDING DIRECT RESPONSE:

• A “direct response” spot is about presenting a specific problem & offering a specific solution. The ideal outcome of a direct response commercial is that the audience takes immediate action in response to the commercial, and that response is to visit CreditSesame.com, or download the Android and iOS app.
• You should review two recent examples of their testimonial-style direct response approaches HERE and HERE. Consider these so you can see how the problem and solution are laid out, how the benefits and features are clearly explained, and how dialogue, graphics, and text all support the main objective.
• You should highlight the problem (an essential pain point) for users: a fear, a frustration, or an out-of-reach desire: I don’t know my credit score, or I don’t understand what’s impacting my credit score, or I need to improve my credit score to get something. Customers care about products that solve their problems.

MESSAGING STRATEGIES: These are not scripts. They capture four different approaches to messaging the problems that consumers may be faced with, and how Credit Sesame offers a solution unique to that problem that can help them achieve their goals. Some key terms are stressed. 

• Approval Odds & The Right Credit Card - Having the right credit card for your financial situation can make a HUGE difference when it comes to improving your credit score - and it could also save you thousands in interest payments. But many of us take the phrase, "You're approved!" for granted, and qualifying for the right card is not always that easy. For many people, the uncertainty around approval is the thin line between credit-worthiness and self-worth. That's the problem that this strategy addresses: not having the right card, and not knowing what you'll qualify for. The solution is how Credit Sesame empowers consumers with information and tools to find the right credit card, and specifically. The key differentiator to stress here is that Credit Sesame actually offers Approval Odds for potential credit cards that it recommends, and that should be stressed in the script.
• Navigate Financial Chaos - The road to credit worthiness is littered with complicated rules, jargon, and conflicting information. How are we supposed to improve our credit if we can't even navigate the system to begin with? Credit can be overwhelming, chaotic and confusing, no matter where you are on your journey - and that's the problem this acknowledges. The solution is how Credit Sesame can help you understand credit, break down the complexity, and translate it all into clear, simple actions that chart the path to your goals. This strategy must primarily recognize that lack of understanding is a big hurdle for people, but a secondary hurdle is that many people feel that a lack of money means that they can't improve their credit too, not realizing that they have other means to improve credit (like finding the right credit card). 
• Your Guide to Credit Strategy - So you've got your eyes on a prize, but your credit score needs some serious work. Now what? This isn't a quick fix and you're not just looking for a handful of recommendations: you need a real plan - and someone to shepherd you through it. There's your problem. Credit Sesame can make your credit journey feel natural, valuable, comfortable; the solution is that they're the guide that can provide you with a toolkit to understand your credit, and chart a path with clear, simple actions that will help you reach your goal.  They'll be there every step of the way on your credit journey, whenever you need more guidance or insights. The key differentiator is that Credit Sesame can be your guide to credit wellness and strategy, and working in those words is critical.
• Claim Your Apartment - A credit score can be the difference between snagging the apartment you love, or settling for the apartment you can get. Right now, it's holding you back from reaching your goal - and that's the problem. You're not looking to settle, and you know that improving your score will not only help you qualify for that apartment, but it'll help you save money on interest rates and keep more money in your pocket. It's a one-two punch that'll bring some much-needed stability in life. Credit Sesame can empower you to rewrite your financial story and achieve the creditworthiness that'll bag that apartment, with killer info, tools, and a supportive guide along the way - there's your solution. Note that this strategy shifts the focus of the conversation to the consumer's goal: an apartment, and the stability it provides. There's still a problem/solution structure, but it's important to focus on this relatable consumer goal and connecting it what Credit Sesame can offer.

ASSETS:

• You will be provided with brand logo, fonts, colors, and iconography.
• You can review Apple Store guidelines HERE.
• You can review Google Play Store guidelines HERE.

In order to be considered for this project you must include the below materials in your Pitch submission. For examples of effective Pitches, check out this gallery. 

• TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
  
  
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a Treatment template, which you can find here.
  
  
• SCRIPT (OPTIONAL): This should include dialogue from the video you intend to create. 
  
  
• PITCH VIDEO (OPTIONAL): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatic, etc. are welcome. 

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive payments to help create the Video(s). Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Please see the full payment schedule in the Assets tab.

PRE-PRODUCTION REQUIREMENTS: Prior to shooting filmmakers must receive the below Approvals from the sponsor.

• SCRIPT: This should include all dialogue and on-screen text copy for the videos. The brand may provide feedback on your Scripts and ask you to submit new versions. There may be multiple rounds of feedback until Scripts are approved by the brand.
• TREATMENT: The treatment should describe in detail how you plan to execute the short narrative (if any) in your videos, and how you plan to bring the storytelling to life visually. You should include graphic and tonal references when possible. The sponsor may provide feedback on your Treatment and ask you to submit a new version. There may be multiple rounds of feedback until a Treatment is approved by the brand.
• CASTING: You must submit at least two actor options per role, with videos that allow the brand to hear their voice and line delivery. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.

For your convenience we’ve provided some helpful templates to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, Shot List, Call Sheet, and a Music Cue Sheet. Additionally, there are templates that will help you clearly present the Sponsor cast, location, and wardrobe options. They can all be accessed here.

REVISION REQUIREMENTS: Once the Video Phase has closed, the winning submitters will enter the Revisions Phase. During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback.

MUSIC: Tongal has partnered with two premiere music providers: Jingle Punks and Epidemic Sound, any of which can be used to source music for your Video submission to this Project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above. 

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.

ASSET DELIVERY REQUIREMENTS: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You will be responsible for the costs associated the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post production please click here.

1. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you be selected as winner, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
8. Videos must be in the English language or subtitled.
    
9. Limit 5 submissions per member, per Phase.
    
10. You must be at least thirteen (13) years or older to enter.
    
    
11. The Sponsor reserves the right to repost the contest.
    
    
12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
    
    
13. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
    
    
14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your award.
    
    
15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.